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QUAKER CHEMICAL AND GYRO UNVEIL NEW CAMPAIGN, LOGO

The campaign highlights Quaker’s view that a customer-intimate approach is equally as important as the product itself. Customers buy Quaker not only because of its excellent products but also its people.

Quaker’s industrial process fluids and chemical specialties support industry operations on a global scale. However, it is the expertise, quality service and attention to detail that act as a catalyst for improvements to its customers’ businesses.

Created by gyro New York, the “It’s what’s inside that counts” effort features intimate black-and-white portrait photography that succinctly represents the heart of Quaker: its people. One execution reads: “Really into heavy metal. Innovative steel mill fluid solutions from Quaker.” It notes, “Steel is changing. As the world gets more connected, competition is getting stronger. You need to thrive without sacrificing performance or safety. That’s why you need Quaker.”

Another print execution targeting the mining industry reads: “Our fluids come with a special additive. Heart.”

As part of the campaign, gyro revised Quaker’s 10-year-old logo. The new identity maintains the established brand equity of the existing Quaker blue-and-yellow color palette; however, the redesign modernizes the mark featuring the yellow “Q” inside a blue outer graphic. The symbol represents the integration of Quaker’s people and products within its clients’ businesses and graphically depicts the tagline: “It’s what’s inside that counts."

“Quaker Chemical has helped the wheels of commerce turn since 1918, producing vital lubricants and fluids for the treatment and processing of metals and metal components,” said Jeffry Benoliel, VP of global strategy - metalworking and fluid power at Quaker. “This evolution of our campaign and brand identity emphasizes our most important and consistent competitive advantage: our people. We nurtured what we had and moved it forward.”

“Quaker has a great story to tell. It is a leader in its area, yet it always maintained a humble, respectful approach,” said Keith Loell, executive creative director, gyro New York. “We made sure to keep that intact, but we also expressed the passion and dedication they have for what they do.”

Christoph Becker, chief executive and chief creative officer, gyro, said, “Quaker is a historic brand with a long history of excellence. The team at gyro led by Keith Loell captured its core brand attributes in a way that is humanly relevant and effective. It is the core of why its customers love the company.”

Quaker also announced, in May, its first sponsorship of the IZOD IndyCar Series. It is the official sponsor and technical partner of Sarah Fisher Hartman Racing.

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About gyro

We create ideas that ignite business decisions in a numb world. gyro is an Advertising Age Top 50 global agency deploying a 600-employee team of creative professionals in 17 offices in nine countries throughout the world. Globally gyro works with Abbott, Audi, FedEx, HP, John Deere, L'Oreal, USG and Virgin Atlantic. http://www.gyro.com